Reconsider your strategy - How much can giveaways impact your corporate image?

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Giveaways as a strategic tool to promote your products and thus the wellbeing of your company can be a double edged sword. On one hand the individual or group who manages the company has to take into account the fact that he/she/they are not alone in the game. Thus, the competition has to be subverted, has to be placed at least a few steps behind, while targeting more customers and more opportunities.

The giveaways and especially the corporate gifts offered within the company should thus always be aimed at bettering that company’s status with the competitors, with the people most likely to take the image and the message of the company to the nest stage and always have the best interests of the company in view. It can be a daunting task at times, especially when dealing with a recessive economy or with changes and shifts in the way the world economy works.

But, in terms of managing the results and in terms of producing better results for oneself and for other people, the reality is that promo items still hold a very important place in our culture and in the way we envision ourselves within the network. There will always be this love for the free object and for the free product and, thus, people will have an incentive to seek these products out, to actively get involved in that discussion and hunt. But, as a company, the balance between raising awareness of a product, making sure the individual knows of the existence of the product and knows how to ask for it is just as important.

Consumer culture plays an important role in how promo gifts are considered. For instance western cultures are more reserved and someti9mes people simply don’t go to places where free products are offered. However, a new product always will attract their attention, be it accompanied by a free product or not.

Overall, the best strategy for the use of giveaways has to be the one that takes in to consideration the specifics of te geography, the relationship that clients have with the company and every other aspect that determines the relationship status between the company and the consumer. If the results at the end of a test campaign are positive, then that campaign should be further carried out and have the results considered and investigate how they should be further leveraged.

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